Concrete language is more persuasive than abstract language from "summary" of Magic Words by Jonah Berger
Concrete language packs a powerful punch when it comes to persuasion. Instead of abstract ideas floating in the air, concrete language provides a solid foundation for understanding and belief. When we use concrete language, we paint a vivid picture in the minds of our audience, making our message more tangible and easier to grasp. Abstract language, on the other hand, can be vague and open to interpretation. It requires more mental effort on the part of the listener to connect the dots and understand the message fully. Concrete language, with its specificity and detail, leaves little room for confusion or misinterpretation. It allows our audience to see exactly what we mean and how it relates to their own experiences. Think about it this way: if I told you that a new product is "innovative" and "game-changing," you might nod along but not fully grasp the impact. However, if I described how the product's sleek design and intuitive features will make your daily tasks easier and more efficient, you can visualize the benefits clearly. Concrete language makes the benefits tangible and real, increasing the likelihood that you will be persuaded to try the product. Concrete language is not only more persuasive but also more memorable. When we use specific details and examples, our message sticks in the minds of our audience long after they have heard it. Abstract ideas may be forgotten or misunderstood, but concrete language leaves a lasting impression. To incorporate concrete language into your own communication, focus on using specific nouns, vivid adjectives, and descriptive examples. Instead of saying "improve your performance," try "increase your sales by 30%." Instead of saying "enhance your skills," try "master new techniques that will set you apart from the competition." By grounding your message in concrete language, you can make a stronger impact and increase your persuasive power.
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